michael shilling blogging talk the digital imaging show birmingham 2014

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Create a content marketing machine to drive the right sort of targeted traffic to your website Michael Shilling @memorygate #DIGSHOW2014

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Slides from photographer Michael Shilling's Blogging and content marketing masterclass at The Digital Imaging Show Birmingham 2014

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  • 1. Create a content marketingmachine to drive the right sortof targeted traffic to yourwebsiteMichael [email protected]#DIGSHOW2014

2. The bit about meI Shoot Babies[mostly]Keen BloggerStudio in SouthWimbledon in aSoft-Play [email protected] #DIGSHOW2014 3. What are we after?The 1%@memorygate #DIGSHOW2014 4. Key Elemen[email protected]memorygate #DIGSHOW2014 5. How do we reach the1%?Blogging - 55% more web traffic and 70% more leadsGreat content -fantastic and inspiring imagery - helpful articlesEmail Marketing - still apowerful tool for turning leads into clientsFacebook - can help build emaillists, book sessions, creates advocates of your brand etc etcLandingPages - helps you test the success of a campaign - one percampaign Google - Google+ - Authorship - Analytics - WebmasterTools Pinterest - amazing visual tool TwitterInstagram You TubeBlogging - 55% more web traffic and 70% more leadsGreat content -fantastic and inspiring imagery - helpful articlesEmail Marketing - still apowerful tool for turning leads into clientsFacebook - can help build emaillists, book sessions, creates advocates of your brand etc etcLandingPages - helps you test the success of a campaign - one percampaign Google - Google+ - Authorship - Analytics - WebmasterTools Pinterest - amazing visual tool TwitterInstagram You [email protected]#DIGSHOW2014 6. Social media marketing trends in 2014#1. Pay to [email protected]#DIGSHOW2014 7. Social media marketing trends in 2014#2. Planning becomes [email protected] evil#DIGSHOW2014 8. Emerging social media marketingtrends in 2014#3. Brands out-publishedtraditional [email protected]#DIGSHOW2014 9. Social media marketing trends in 2014#4. Visual social [email protected] stage#DIGSHOW2014 10. Social media marketing trends in 2014#5. Social mobile is [email protected]#DIGSHOW2014 11. Social media marketing trends in 2014#6. Social mediaautomation is nolonger a dirty [email protected]#DIGSHOW2014 12. Social media marketing trends in 2014#7. Wearable socialtakes big baby [email protected]#DIGSHOW2014 13. Social media marketing trends in 2014#8. Google+ startsmoving contentand then Google begun to dump [email protected]#DIGSHOW2014 14. Social media marketing trends in 2014#9. The increasingauthority of [email protected]#DIGSHOW2014 15. Social media marketing trends in 2014#10. Brands start ignoringmass media in [email protected][and Google starts giving brands lots of love]#DIGSHOW2014 16. Inbound Marketing AuditCreate a 'state of the union'@memorygatereport&Create a monthly report#DIGSHOW2014 17. Inbound Marketing Audit [email protected] #DIGSHOW2014 18. Google [email protected] #DIGSHOW2014 19. [email protected] #DIGSHOW2014 20. [email protected] #DIGSHOW2014 21. [email protected] #DIGSHOW2014 22. http://simplymeasured.com/[email protected] #DIGSHOW2014 23. Twitter Follower [email protected]#DIGSHOW2014 24. Twitter Follower [email protected]#DIGSHOW2014 25. Twitter Follower [email protected]#DIGSHOW2014 26. [email protected] #DIGSHOW2014 27. [email protected] #DIGSHOW2014 28. FacebookHOrganic reach - HPaid reach - NOrganic reach of page posts of your posts - AMPaid impressions of your posts - [email protected] of fans online - BT#DIGSHOW2014 29. Facebook Fan [email protected]#DIGSHOW2014 30. Facebook Fan [email protected]#DIGSHOW2014 31. Facebook Fan [email protected]#DIGSHOW2014 32. Other [email protected]#DIGSHOW2014 33. [email protected]#DIGSHOW2014 34. FollowerWonk & [email protected]#DIGSHOW2014 35. Setting TargetsBased on previous performance which metics would youlike to increase and by how much?What would you have todo? - create more image based posts - post more videosetc etcWhat worked? How easy is it to [email protected]#DIGSHOW2014 36. Social Media [email protected]#DIGSHOW2014 37. Creating content 38. Creating contentMaking artMy definition of art contains three elements:Artis made by a human being.Art is created to have animpact, to change someone else.Art is a gift. You can sellthe souvenir, the canvas, the recording... but the idea itselfis free, and the generosity is a critical part of making art.Bymy definition, most art has nothing to do with oil paint ormarble. Art is what we're doing when we do our best [email protected] Godin#DIGSHOW2014 39. Do you remember the oldAmerican dream?Keep your head downFollow instructionsShow up on timeWork hardSuck it [email protected] will be rewarded#DIGSHOW2014 40. The new AmericanDreamBe remarkableBe generousCreate artMake judgment callsConnect people and [email protected] we have no choicebut to reward youSeth GodinLinchpin 2010#DIGSHOW2014 41. Creating ContentWe are creating a product for someone, a unique andbespoke product that no one else can or will own.Do many people buy truly bespoke products anymore?Are you in danger of becoming an [email protected] #DIGSHOW2014 42. Creating ContentDoes THAT excite you?Is it the reason you want to quit your dayjob?Write down three things you are passionateabout.......don't write [email protected] #DIGSHOW2014 43. My Three ThingsFamilyGreat ideasThe need to [email protected] #DIGSHOW2014 44. Heres what I doFamily Portrait PhotographerStudioLocation [email protected] #DIGSHOW2014 45. 2 more listsDescribe your personalty in three words or phrasesMake a list of three things that you photograph thatreally interest you - the best bits of the [email protected] #DIGSHOW2014 46. Wedding PhotographerExampleCapturing theemotional connectionbetween two peopleThe tiny details of thedayCandid momentsHeart of sleevetypeThoroughand [email protected]#DIGSHOW2014 47. My AnswersIntimate familyportraitureQuirky and humorousportraitsBabies and 1st timeparentsAn ArtistRomanticThinkIm [email protected]#DIGSHOW2014 48. Matching your work and personalityDo your interests andpersonality and work match?Isthere a gap between yourpersonal life and yourprofessional work?Do your interests and personality andwork match?Is there a gapbetween your personal life andyour professional [email protected]#DIGSHOW2014 49. Bert StephaniX-Photographer's talkshowThe gap betweenpersonal andprofessional [email protected]#DIGSHOW2014 50. Bert StephaniHe sold a lifestyle - this is truemarketingYour blog and your website andYOU are selling a lifestyle so you have tobelieve it to sell itOnce you do you will find your own BertStephani to promote and sell your [email protected]#DIGSHOW2014 51. Create a profile for yourselfFamily Portrait photographer - studioand locationFamilyGreat IdeasThe needand desireto create [email protected] and humorousportraitsIntimate familyportraitureBaby and 1sttime parents#DIGSHOW2014 52. One thing about tone......Tell me you love [email protected]#DIGSHOW2014 53. Who are you writing for?Who are you clients and what do they like?Whatdo they believe?Who do they trust?What are theyafraid of and who do they love?What are theyseeking?Who are their friends?What do they [email protected]#DIGSHOW2014 54. @memorygate #DIGSHOW2014 55. She's looking for an engagement ringShe'spregnantNatural livingClothNappiesSewingGluten free [email protected]#DIGSHOW2014 56. playroomsArt for kidsBuying guidesKids crafts Outdoor Science fafomri lkyi dspsaSceensrsaoinryy day activitiesLiteracy andFood and recipesCreative kids partiesUnique kidsspacesCreative cakesChildren's booksNurseriesand kids roomsMurals Decals and Walltreatments Painted and paper ceilings in kidsroomsFamily finds and [email protected] Traveling withkids places to take yourkidsMother's and Father'sday giftsPositive Parentingback to schoolOrganisation ideasteaching Languages#DIGSHOW2014 57. @memorygate #DIGSHOW2014 58. @memorygate #DIGSHOW2014 59. @memorygate #DIGSHOW2014 60. @memorygate #DIGSHOW2014 61. @memorygate #DIGSHOW2014 62. @memorygate #DIGSHOW2014 63. @memorygate #DIGSHOW2014 64. @memorygate #DIGSHOW2014 65. @memorygate #DIGSHOW2014 66. Wedding InspirationBridal fashion WeekHairstylesmakeupUniqueIdeas BouquetsDIYDressBridesmaidsGroomsRedWeddingsBlue WeddingsGreen WeddingsWeddingDecorEngagement ShootVintage WeddingsBohoWeddingsTravel Themed WeddingsInspirationfoodFairytale Weddings Autumn WeddingsWedding Chair decorWedding favours Sweet bar / buffet Fun photography ideas Cake toppersEco-friendly weddingsBrown paper weddings1940s Boards Veils and Headwear WeddingCakesCocktailsTables number and name cardsWeddingStationaryJewelleryShoes#[email protected] Ideaschildren at WeddingsWeddingFilmsStag and Hen partiesPets atWeddings BoudoirRustic WeddingsDestinationWeddingsColour PalettesGlitterReal BridesWeddingPlanning beauty articlesHoneymoon StyleSave thedateModern WeddingsWedding momentsWeddingDiversityRetro Vintage ChicBlack and WhitePhotographyNeutralsCelebrity WeddingsNauticalWeddingsWinter WeddingsInfographics CityWeddingsWedding lighting Wedding transportNailPolishWedding giftsWedding Tablescapes 67. Persona Interests Family /parentingkids roomsMurals Decals and Wall treatments Painted and paper ceilings in kids roomsFamily finds and productsback funScience for kidsSensory activitiesLiteracy and Maths Travelling with kids places to take your kidsMother's #[email protected] 68. Persona Interests newbornphotography / babyAnnouncementsBath timeAwwwMummy fitnessBirthday PartiesMummy ChicStylish PregnancyBaby AnimalsCelebrity projectsGetting ready for babyMust have baby products and gearGender reveal ideas and cakes getting organisedCraftsHeal #[email protected] 69. Why are you creating your content? To attract new customersTo raise awareness about your company and create buzzTo share more information about your company tohelp people find youTo foster relationships give them a reason to tell others about youWhat do they talk about?To attract new customersTo raise awareness about your company and create buzzTo share more information about your company to help people find youTofoster relationships give them a reason to tell others about youWhat do they talk [email protected]#DIGSHOW2014 70. Types of content you could createStart a series of related postsInvitequestions from readers - do this onsocial media tooRevisit OldpostsListsHow to'sPersonal /OpinionseBooksVideoAnimatedGIFsComics / [email protected] or Facebook posts#DIGSHOW2014 71. Types of content youcould createContentTestimonials and case studies Questions - as titles Photography questions in blog [email protected]#DIGSHOW2014 72. Types of content youcould createReviewsNewsjackingInterviewsRants PredictionsWhat ifsEvent [email protected]#DIGSHOW2014 73. BrainstormingTopic IdeasSubjectType of [email protected]#DIGSHOW2014 74. [email protected]#DIGSHOW2014 75. Fundamentals listBuyer persona Keyword research Expended keyword researchto include interestsEvents throughout the year - trends and hotspotsContent ideas - brainstorming Where to publish Creatingan inbound marketing audit Creating a Schedule Set targetsbased on your audit Decide what you are going tomeasure Create - publish - promote - watch - replicate [email protected] persona Keyword research Expended keyword researchto include interestsEvents throughout the year - trends and hotspotsContent ideas - brainstorming Where to publish Creatingan inbound marketing audit Creating a Schedule Set targetsbased on your audit Decide what you are going tomeasure Create - publish - promote - watch - replicate andrepeat#DIGSHOW2014 76. Tools 77. WordPressrecommended pluginsrecommended pluginsWordpress SEO by Yoast - SEO & sitemapsVaultpress backup pluginW3 Total CacheDigg Digg - Soical media pluginAkismet - anti spamWP Smushit - image optimizationGravity FormsGoogle [email protected] #DIGSHOW2014 78. Creating drafts in [email protected] #DIGSHOW2014 79. [email protected] #DIGSHOW2014 80. Blog publishing [email protected] #DIGSHOW2014 81. Social Media [email protected] #DIGSHOW2014 82. Social Media PublishingHootSuite Schedule [email protected] #DIGSHOW2014 83. Creating a [email protected] #DIGSHOW2014 84. Creating a CampaignDirections for campaignCreate client PersonaCreate OfferDo Keyword ResearchCreate Resource text and ImagesCreate Blog Post / Landing Pagetemplate for offerCreate Follow upWorkflowCreate Social MediaSharingScheduleCreate EmailCreaterelated Blog Post articles andpromoteCreate FacebookApplicationCreate Facebook [email protected] #DIGSHOW2014 85. Creating a [email protected] #DIGSHOW2014 86. Creating a CampaignThe OfferThe [email protected] #DIGSHOW2014 87. Creating a CampaignKeyword researchKeyword [email protected] #DIGSHOW2014 88. Creating a Campaignresource text and Imagesresource text and [email protected] #DIGSHOW2014 89. Creating a CampaignLanding PageLanding [email protected] #DIGSHOW2014 90. Creating a CampaignFollow up workflowFollow up [email protected] #DIGSHOW2014 91. Creating a [email protected] #DIGSHOW2014 92. Creating a [email protected] #DIGSHOW2014 93. Creating a CampaignFacebook AppFacebook [email protected] #DIGSHOW2014 94. Creating a CampaignFacebook AdFacebook [email protected] #DIGSHOW2014 95. Social Media TasksPinterestWeekly Create different themed board with minimum of 10 pinsPin blogposts torelevant boards Follow 5 new people or boards - relevant to weeklythemeContent sourcesPinterest Search - term of the weekMemory Gate Blog [email protected] blogs posts#DIGSHOW2014 96. Social Media Promotion 97. Social Media TasksTwitterDailyCheck mentions and replyDo a daily RT WeeklyTweet blog posts from Hootsuite and followschedule Use buffer to tweet from followed RSS feeds #WeddingWednesdayOccasionally newsjack Follow 5 new people - Twitter recommendedContent sourcesMemory Gate blog and guestblogsPhotography feedMummy blogger feedWedding [email protected]#DIGSHOW2014 98. Social Media TasksFacebookDailyMin 3 posts a dayMorning - share from feedLunchtime - Memory Gate blog post - old or archived orother content Weekly Share from Buffer - set to post twice a day - late afternoon and earlyevening Share Pinterest board of the weekPhoto of the week - post to Eddie Catz as shareUpdate coverphotoLike 5 new pages - related to weekly Pinterest ThemeContent sourcesMemory Gate blog and guestblogsPhotography feedMummy blogger feedWedding feedFacebook [email protected]#DIGSHOW2014 99. Social Media TasksGoogle+Daily Check mentionsWeekly Share feeds from BufferShare blog posts from Hootsuite Post a gallery ofimages 3-10 taken from blog post - link to articleFollow 5 people / connect with 5 suggestions ContentsourcesMemory Gate blog and guest blogsPhotography feedMummy blogger feedWedding [email protected]#DIGSHOW2014